BREUNINGER
FROM INTUITION TO INTELLIGENCE:
CRAFTING AN EMPOWERED DEMAND FORECAST A JOURNEY INTO THE WORLD OF DATA-DRIVEN PLANNING: NAVIGATING THE PATH TO PRECISE FORECASTS
DR ALEC SPROTEN is a renowned data science expert and the Head of Data Science at E. Breuninger GmbH & Co., the leading premium and luxury department store chain in the DACH region. With a diverse background in psychology and a Ph.D. in economics, Alec brings a unique perspective to the field of data science. Previously, he served as an Assistant Professor for Economic Theory, conducting research on social norm compliance. Alec has also held the role of A.I. Evangelist for STAR cooperation and has extensive experience in strategy and management consulting, specialising in after-sales pricing. Currently, he manages a large Data Science Centre of Excellence, overseeing a team of talented Data Scientists and product managers. Alec’s expertise lies in leveraging data-driven insights to drive business strategy, innovation, and customer-centric solutions.
IRIS HOLLICK, a Data Science Product Owner, is on a mission to empower Breuninger with data-driven excellence by spearheading transformative Data Science projects. With a strong foundation in demand forecasting and strategic marketing, coupled with her adeptness in project management, she excels in orchestrating international teams by having an extensive global experience. Iris’s expertise lies in orchestrating data-driven initiatives across diverse technical landscapes, and maximising the value of data science implementations. She is a distinguished academic, holding a Master’s Degree in Technical Mathematics with a specialisation in Economics from Vienna University of Technology, complemented by an MBA in Project Management.
06 | THE DATA SCIENTIST
EMBRACING OUR ORIGINS As the leading luxury department store chain in the DACH region and beyond, E. Breuninger GmbH & Co. faces a range of challenges demanding data-driven solutions. To meet these challenges head-on, the Data Platform Services (DPS) unit, a part of the IT department, brings together expertise in data engineering, data modelling, data science, and data product management. Established four years ago, DPS emerged to bring a structured, data-first approach to Breuninger’s operations. Since its inception, the unit has continuously grown and now manages a data lake brimming with up-to-date raw data from vital source systems like ERP, logistics, and the online store. In conjunction, a business pool has been curated, housing business objects that empower self-sufficient utilisation, as described in Tarush Aggarwal’s article in Issue 3 of The Data Scientist. This reservoir of insights serves various purposes, with one notable application being the creation of an integrated buying and planning solution. This solution acts as a guiding light for
